Corporate Logo
The Advertising Specialty Institute (ASI) has proven something those in the industry know to be true, advertising specialties are more cost-effective than TV, radio and print advertising. ASI revealed the results of its new study yesterday, Nov. 10, that show that promotional products are the most cost-effective advertising medium available.
The study included interviews of travelers in New York, Chicago, Los Angeles and Philadelphia who had received a promo product in the last year. Most respondents were businesspeople over age 21.
Some facts from the study’s respondents include:
- 84 percent of people remember the advertiser on a product they receive, and 42 percent have a more favorable impression of that advertiser.
- Almost a quarter are more likely to do business with an advertiser that gives them a promotional product, and 62 percent have done business with the advertiser on a product after receiving it.
- More than 75 percent have had their items for about seven months.
- Bags average 1,038 impressions per month and are used an average nine times per month.
- The average cost per impression (CPI) of an advertising specialty item is .004 cents. Nielsen Media data shows that the CPI for a national magazine ad is .033 cents; a newspaper ad is .0129 cents; a prime-time TV ad is .019 cents; a cable TV ad is .007 cents; a syndicated TV ad is .006 cents; and a spot radio ad is .005 cents.
Promotional products have a 13 percent share of the advertising marketplace.
